Thomson Reuters aligns sales and marketing teams

Challenges

After implementing Eloqua for marketing automation, the marketing operations team in the Intellectual Property (IP) & Science business of Thomson Reuters soon found themselves on the next stage of their journey to modern marketing. What prompted this move? They were taking a batch-and-blast email marketing approach for lead generation rather than sending targeted marketing messages, and were routing leads to sales based on the campaign they responded to, rather than on their quality.

It’s no surprise that sales mistrusted these marketing generated leads and began their own distinct lead generation activities. It soon became apparent that the lead management process could not be improved within the IP & Science business without first creating a partnership between the two teams. So began their quest for the holy grail of sales and marketing alignment to create process efficiencies, drive revenue results and make sales and marketing best friends forever (BFF).

Solution